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description

Ferran Adrià, chef at elBulli, the highest-ranked restaurant in the world for two consecutive years, faces two related decisions. First, Adrià and his team must continue to develop new and different dishes for the ground-breaking cuisine at elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. In addition, they are also faced with the challenge of growing the business, exploring whether the core concepts from elBulli - this "taste of innovation" - can be applied to domains ranging from consulting to fast food. The case walks readers through an evening at elBulli, by using the rave reviews of former patrons to capture the full experience, from the long trip required to get to the restaurant, to the tour, to descriptions of the meal itself.

learning objective:

This case highlights a successful process for continuous innovation in a creative industry, as well as offering guidelines for successful implementation of a marketing strategy for an "experience good" as opposed to a more standard product. The case includes several elBulli recipes, which students can attempt to recreate.